The advent of the internet sample essay
Since the turn of the millennium, the advent of the internet has began revolutionizing the practices of human interactions (Yohan, 2004). The influence of the World Wide Web has stretched across social, political, and economic aspects of interactivity which has opened new doors for public expression and commerce. One particular innovation that had been brought forth by the computer age is that of webcasting. According to McHenry (2006), webcasting is uploading live media files over the Internet distributed using streaming media technology.
In essence, a webcast is a live broadcast that is made over the Internet. While this paper undoubtedly tackles the applications of webcasting in the context of education and educational institutions, its main focus is the use of the webcast a viable means of funding for schools. As E-commerce spreads its domain across various goods and services, it cannot be helped that a mainly socially and politically relevant tool as webcasting can also be turned into an economic instrument that could allow educational organizations and institutions to profit from their webcast productions.
There are three potentially viable means for generating funding that this paper focuses on. These are sponsorship sales, advertising, and pay-per-view charging. Webcasting Technology The initial processes involved in webcasting are mush like typical broadcasting productions. Primarily, it involves the media coverage of certain events through broadcast technology such as video cameras. The main difference is that webcasts are sent through streaming media that can be accessed through the internet (Paul, 2005).
Video streaming involves a direct feed of either pre-recorded or live productions to remote computer screens without allowing the remote user from saving the production. This protects webcasts from being distributed without the producers’ permission. Once the material is uploaded in the internet, it can be made accessible to the millions of people surfing the World Wide Web. The huge volume of people who surf the internet makes fundraising through webcasting a very lucrative idea.
The amount of exposure that events get through online productions makes then prime avenues for sponsorships and advertising. Since webcasts are able to reach more people, events that could be marked up as pay-per-view could reach a potentially larger consumer audience. Sponsorship Sales According to Allen (2006) defines sponsorship sales as “an investment, in cash and/or in kind, in return for access to exploitable business potential associated with an event or highly publicized entity”.
In the context of webcasting, this process involves setting up an event that would be covered via webcast. This event should be of interest to particular external institutions. Through various means of correspondence, the hosting organization such as the school can ask for sponsorships from those external institutions in exchange for allowing their products to be seen through the webcast. Unlike advertising which is also discussed in the succeeding portion of the paper, sponsorship sales require a direct link between sponsors and events.
Schools can provide webcasts of sporting events which could ask sponsorship from the various establishments that sell particular sporting gear related to that event. Alternatively, a school can run environmental missions such as tree planting or waste management events and ask corporations with related social responsibility programs for sponsorships. The media mileage provided by webcasting these events would make merchant establishments and corporations alike more agreeable to sponsorships since they are certain that they will be able to get good returns on their investments.
Advertising Search engines like Google or Yahoo makes billions of dollars just from advertising (Kent 2005). Since such websites have become so popular, advertisers regardless of service or product realize the value of the internet as a means to reach out to the consumers’ world. This trend has been followed through to different websites found online such that it has become a rarity for a particular site not to have any advertisements. In setting up streaming technology for webcasts, an institution unavoidably has to pay for domain space in the internet.
What better way to offset such costs and even earn revenue in the process than to use the blank spaces in a paid domain for advertising. There are many online listings of advertisers that an institution can choose from. Another way to use advertising as a fundraiser through webcasting is to include advertisement clippings as fillers in the events featured in webcasts. An institution can scout for interested advertising agencies who might want to plug their advertisements during gaps in the online production. Pay-per-view webcasts
Pay-per-view webcasts require potential viewers to pay a fee usually through their credit cards before they could watch a particular production (McHenry, 2006). Since academic institutions normally hold seminars within or outside campus that attract many professionals seeking to learn from current research developments, an institution that can successfully format seminars to fit a webcasting environment can increase the patronage of such events several fold. Webcasting gives the advantage of learning from current research without leaving the comforts of one’s home.
For people who are far from physical venues of such events, paying pay-per-view fees is a much better alternative than having to shoulder extravagant travel expenses just to be able to attend. This means that using webcasting in such or similar events significantly expands an institutions potential market. Conclusion All the three possible means of generating money through webcasting prove to be viable tools for fundraising. Schools as well as other organizations should look closely into the possibility of exploiting this new market avenue to the fullest benefit.
Allen, S. (2006). Successful Sponsorships: Changing the Landscape of Sponsorship Sales. Retrieved August 11, 2007 from: http://www. iaam. org/facility_manager/pages/2006_Jun_Jul/Feature_4. htm Kent, H. (2005). An Comparative Analysis of some of the Internet’s Commercial Leaders. Harvard University Press. McHenry, K. (2006). A guide to E-commerce. N. Y. : Prentice Hall. Paul, A. (2005). Software Strategies in Online Productions. N. J. : Random house. Yohan, K. (2004). What the future holds for Online Commerce. I. N. , Whitaker books.
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